Treatment and Staining remain at high
and now, kits professional treatment at home
The market for professional hair care is dynamic and difficult to be followed. Market research of consumer habits indicate that only 31% of consumers of hair products are brand loyal and every two years, about 30% of the sector’s revenues come from releases. The data show the dynamism and the innovation effort that characterizes the cosmetics industry in Brazil.
In Brazil, the category of hair grew 11% in 2013 (shampoos and conditioners). The advance in 2013 was 3% globally, according to data from management consulting Kline Group and its affiliate Factor-Kline, who conducted a comprehensive study on the professional market in the publication of hair Salon Hair Care Global Series, focusing on size and market growth, but that also analyzes the major changes, challenges and business opportunities in this market.
The category of conditioners remains pulsating, particularly in the treatment segment. Recently, Abihpec’s has noticed an Increase in hair products, focusing on treatment. Damaged hair products Represented 23% of market share in 2009 and in 2013 it represented 37%.
Oils for the hair, launched by the main companies in the market, gained popularity and significant growth in 2012 and 2013. In 2013 the oils treatment reached nearly 10% market share in the treatment category, growing at a rate of 40%. Thus, most of the companies operating in the segment is investing in launching new care products (shampoos and conditioners) so that the customers of the salons continue their hair treatments at home. The hair staining have also been highlighted, driven mainly by the continued trend of products without ammonia or ammonia in low amount, initiated in 2009 with the launch of INOA L’Oréal Professionnel.
“In 2013, the segment grew, generating new sub-segments such as staining with conditioning properties and free of potentially harmful ingredients properties. The popular segment of products without ammonia or with low quantity of the ingredient increased by 41% in North America. However, the reach is still relatively low, especially when compared to Western Europe, which represents most of the sales of these segments, “says Project Manager at Kline & Factor, Elaine Gerchon.
Brazil also felt the increased on the demand for products for of hair staining softer (ammonia free) with less harmful ingredients, however, this growth is still small. According to Kline-Factor it represents approximately 2.5% of sales in relation to permanent stainings and growing at a rate below 10%.
The consultancy has pointed yet trend in the treatment market and care products for the scalp, which stand out. According to Gerchon in many Asian markets, including Indonesia, the treatments for scalp is considered a common service offered by beauty salons. “In the United States, the sales of care products for the scalp commercialized in independent beauty salons increased by 9% in the first quarter of 2014, according to data from the Database Kline PRO, which includes transactional data of a national panel of beauty salons at every quarter, ” she evaluates.
The latest online concepts are also pointed out by the study, which cites some online companies that provide specific treatment products: Madison Reed sells homemade staining kits for hair of high quality directly to consumers on its website; the eSalon offers a detailed online consultation for coloring products and including delivery of customized mix of color with custom instructions. The Beauty Systems Group division of Sally Beauty Holdings legitimized the channel with the launch of Loxa Beauty, a new online platform that considers all the interested parts. Specializes in selling salon products to consumers, the new platform supports industry professionals through an online sales commission.
This movement is reaching Brazil who starts having sites facing professionals in the beauty industry, as the Up Beauty.
3 de October de 2014 •
Paths of the hair Professional Market